Assessment Details

Industry Analysis Report & Oral Presentation

 

In groups of Two, you are asked to conduct an Industry Analysis for one of the following Industries; Clothing retailing, Prepared meals production or Sugar manufacturing

The written report and oral presentation are part of the one Assessment.

 

You will also find further explanation regarding the report requirements in the power point presentation in BlackBoard. There is also a report template available on BlackBoard and it is recommended that you use this when writing the report.

It is highly recommended that you make yourself familiar with both the report requirements and the marking guide.

 

Due:                Week   5         (Date and time will be confirmed later by the Convenor)

Worth:             40% Total        (Report 30% & Oral presentation 10%)

Team:              2 members per group

 

It is expected that the hard copy of the report will be bound and include a front and back cover. Do ensure that all Appendices have been included before binding. Binding gives a “Professional” polished look to your group report.

 

Details of the Report

 

You are asked to analyse an Industry (which will be provided to you within the teaching period).

Your analysis needs to include the following:

 

Part A: Industry Analysis

• Market Definition –Define and describe the market
• Market History – Provide an overview of the main factors that have impacted upon this industry in the past. You will only be able to answer this after conducting extensive research on the industry.
• Market Size – describe the size of the Industry for the most recent year available
• Market Growth – describe the trend in the market over a period of time. This can include the growth over the past 5-10 years, as well as forecasted growth for the future.
• Key Competitors – List and describe the key competitors operating within the market. Your discussion needs to include at least a one-two paragraph discussion for each competitor. Identify the Competitors, their product offering and a general description of their operations

 

Part B: Environmental Analysis

Critically evaluate and discuss two (2) environmental factors that have impacted this industry from 1^st December 2014 to date.  Describe environmental factors that are currently affecting the Australian market or likely to affect it in the near future. You will need to provide evidence attached to the Appendices that support your discussion. This evidence will be printouts of actual Newspaper or Journal articles that can be sourced from one of the databases available through the Swinburne library. e.g. Proquest, Factiva, Ebscohost etc. Your teacher may run through access details to these databases within a Lab session. Please remember to correctly acknowledge sources of information for each article included.

The environmental factors should be a combination of both micro and macro environmental factors.

 

Part C: Secondary Data Analysis

Select at least three different types of sources of Secondary data collected for this report and evaluate each in terms of its relevance, accuracy, currency and impartiality.

 

Part D: Marketing Mix

You are asked to select one brand or product within the Industry being discussed and provide an overview of the Marketing Mix. You will include a description for the Product, Price, Promotion and Place for this brand or product. Your discussion should include at least one  to two paragraph description for each of the 4P’s.

 

Research & Referencing:

To complete this task successfully, students need to engage in extensive research.

Sources such as journal articles, websites, industry magazines and newspaper articles will be relevant to gather information.

You will be asked to provide a ‘Reference List’ (not a bibliography)

 

In-text referencing: 

You MUST have a minimum of 8 references which include academic and newspapers. If you have not referenced your information correctly, your overall grade will be affected for this assessment.

 

Word Limit: 3500 words (excluding Executive Summary & the Reference list)

 

Format:

This document MUST follow the structure of a formal report. Students have been provided with a Report Template which is available on BlackBoard and this shows how to correctly lay out the report. To access the Template, please login to the unit in Blackboard.

Located on the left hand side of the screen, select  “Analysis Report” and then “Report Template”. There are also PowerPoint slides that provide further description for each section.

(You can also refer the Communications Skills Handbook for additional information on how to correctly write a Business Report).

 

Grammar and written report:

It is expected that the report will be prepared and presented in a professional manner. Grammar and spelling will be assessed in this report.

 

A copy of the report MUST be uploaded on “Blackboard” and the hard copy submitted to the teacher by the due date & time specified by the convenor

If the Turnitin copy (from Blackboard) is not uploaded a 10% penalty maybe applicable.

 

The report is marked out of 60 and scaled back to a mark out of 30.

 

 

 

RATIONALE for the Assignment

 

This assignment will help you develop the following skills in addition to learning the relevant marketing concept topics:

 

1. Analysis skills / Problem solving skills – the assignment requires you to research and evaluate an industry and how the industry has changed. You are required to review and assess the information that is necessary for the assessment.

You will develop skills such as logical thinking, gathering and analysing information, verbally and visually articulating this information.

 

1. Communication / Team work skills – the assignment requires you to work in groups of three members. In the real world, team work is unavoidable. As such learning to work harmoniously and effectively within a team of your peers is important. This assignment will help you develop communication within the same and different knowledge levels and cultural backgrounds. It will also develop team work skills, such as dividing workloads, completing assigned tasks, collaborating information and presenting one final document as a team.

Oral Presentation

 

Due:                Week 6 (Date and time will be confirmed later by the Convenor)

Worth:                        10%

Team:             2 members per group (same group as per the report)

Time:              10 minute presentation

Dress Code:  Professional (the presentation will be conducted in a business scenario).

 

You will be doing this Oral Presentation in the same group as for the report.

 

The content for the presentation will come from the analysis report that you completed.

You are to summarise the important aspects of your report in this presentation.

You do not have to try and cover all areas from the report.

 

Each presentation will be awarded marks based on content, creativity of presentation and professionalism.

 

NOTE: If all members of a group do not contribute or actively participate equally as the other members of a group, then they may be marked separately from the other members.

 

Please note it is a professional courtesy that you are present for all group presentations. You must be present from the start of all presentations, please do not disrespect your fellow students, and arrive late. Penalty marks will be applied if your group is not present from the start of the class presentations.

 

RATIONALE for the Assignment

 

Communication / Team work skills – the assignment requires you to work in groups of three members. In the real world, team work is unavoidable. As such learning to work harmoniously and effectively within a team of your peers is important.

This assignment will help you develop communication within the same and different knowledge levels and cultural backgrounds. It will also develop team work skills, such as dividing workloads, completing assigned tasks, collaborating information and presenting one final document as a team.

 

 

HOW TO WORK IN A GROUP

 

Group / Team work is an important aspect of working in any field. As such this assignment will give you an opportunity to learn and develop some skills in this area

 

1. Choose group members carefully – members that do not share the same approach to your studies/ assessment goals can impact on the quality of the work you produce in the end. So it is important to ascertain each group member’s goals at the beginning of your collaboration.
2. Once you have chosen the group members – it is important to share contact details. This includes phone numbers, email address, or even setting up a group Facebook page. It is the group’s responsibility to ensure that each member is contactable quickly and explanations such as they did not come to class or I haven’t seen them on campus – is not a valid excuse.
3. However, there are times that a group member may become sick or experience difficulties throughout the assessment. If this occurs, then it is courtesy to advise the other group members that you are experiencing difficulty and whether this likely to impact on your participation in the group. If the difficulty is likely to be for an extended period of time, then it is also very important that you contact your teacher.
4. Clearly outline expectations and task that will help complete the assignment and achieve the best outcome possible. It is very worthwhile planning a schedule that outlines what will be undertaken each week. This will help keep you on track. Your tutor will provide you with time in one of the classes, for your group to ask questions.

 

1. Finally as adults, it is your responsibility to get the job done, as such focus on the task at hand and note the deadline for submission

 

GROUP PROBLEMS

 

Group Problems?

Group work is a necessary part of marketing. However, there are occasions when some members do not take their responsibilities towards the group and task seriously. In the event this occurs, please follow the following steps:

1. Address the problem with the relevant group member and inform them they need to contribute equally and effectively to the group work
2. In the event the non-participating group member still does not participate in the group work, the group MUST email the teacher and the convenor of this problem.

 

The teacher and convenor will review this situation and in the event agree with the group, the non-participating group member may be assessed separately.

 

 

Analysis Report Marking Guide

 

Criteria	Weight	Not Satisfactory         (Fail)	Pass	Credit		Distinction	High Distinction
Executive Summary	2.5	More of an introduction. Does not summarise the key content of the report. Section not included.	A sound summary of the report’s major purpose and key content of the report.	A good summary of the report’s major purpose  and key content within the report		A very good summary of the report’s major purpose, the benefits and analytical processes and the findings.	Concise and succinctly provides the major purpose of the report, the benefits and analytical processes and the findings.
Industry analysis	20	A minimal attempt. Extremely limited discussion of the market background, size and growth. Superficial analysis of competitors. Little sign of analysis Section not included.	A sound attempt at discussion and evaluating the overall industry. Some of the important time lines were highlighted. Sound discussion of the market background, market size, growth and Major competitors. Information supported by good sources	A good attempt at discussion and evaluating the overall industry. Important time lines were highlighted. Good discussion of the market background, market size and growth. A good analysis of the Major competitors. Information supported by good sources		A very good attempt at discussion and evaluating the overall industry. Important time lines were highlighted. Very Good discussion of the market background, market size and growth. A very good analysis of the Major competitors. Information supported by good sources	The industry and market are very clearly explained. An excellent discussion of the major events which shaped the industry and its evolution. Market size, growth and key competitors are very well described. Well researched and supported with in-text references. An excellent evaluation of the industry is provided.
Environmental factors	10	Discussion was descriptive and theoretical. Minimal research has been undertaken. Section not included. Newspaper/ Journal articles not included in the Appendices	Demonstrates a sound understanding of how any two environmental factors impacted the industry.  Information supported by reasonable sources Some Newspaper/ Journal articles included in the Appendices	A good attempt at discussion and evaluating two environmental factors influencing the industry.  Demonstrates a good understanding of how the factors impacted the industry.  Information supported by good sources Some Newspaper/Journal articles included in the Appendices		A very good attempt at discussion and evaluating two environmental factors influencing the industry.  Demonstrates a very good understanding of how the factors impacted the industry.  Information supported by good sources Newspaper/Journal articles included in the Appendices	Discussion demonstrates in-depth knowledge, study, exploration and synthesis of information for each of the two factors.  Well researched and supported. Cited evidence. Newspaper/ Journal articles included in the Appendices
Secondary Data Analysis	5	Weak analysis of Secondary Data Section not included	A sound analysis of Secondary data using some of the criteria of relevance’ currency, impartiality  and accuracy	A good analysis of Secondary Data using the criteria of relevance’ currency, impartiality  and accuracy		Very good analysis of Secondary Data using the criteria of relevance’ currency, impartiality  and accuracy	Excellent analysis of Secondary Data using the criteria of relevance’ currency, impartiality  and accuracy
Marketing Strategy	10	The discussion does not include a description for each of the 4P’s: Product, Price, Promotion, Place Section not included	A sound description for each of the 4P’s; Product, Price, Promotion, Place	Good description for each of the 4P’s; Product, Price, Promotion, Place		Very good description for each of the 4P’s; ; Product, Price, Place, Promotion	Excellent description for each of the 4P’s; Product, Price, Promotion, Place
Conclusion	2.5	Introduces new information. Weak conclusion. Section not included.	A sound attempt to summarise the main points/findings of the report.	A good attempt to summarise the main points/findings of the report. Satisfactory finishing argument to the report		A very good attempt to summarise the main points/findings of the report. A good finishing argument to the report.	Section summarises the main points/findings effectively. Does not introduce new information.  Strong finish to the document.
Research &Referencing	5	Insufficient references used. Sources are not credible. Information not reference adequately. Over use of quotes. Incorrect referencing style. Reference list not included	Sufficient references used (5-8 academic/industry sources). Some attempt to paraphrase and use in-text referencing. Reference List included many inaccuracies. Does not follow the Harvard approach.	Sufficient references used (5-8 academic/industry sources). Mostly well paraphrased and citied. Reference list included with an attempt evident to follow the Harvard Style Guide. A few inaccuracies in the Reference List	Sufficient references used (5-8 academic/industry sources). Well paraphrased and citied. Good referencing style throughout the report. Reference List included with most References correctly listed according to the Harvard Style Guide.		Excellent range of sources used both industry and theory (more than 8). Sources consistently referenced to support discussion. Reference list correctly presented of all the sources. Excellent reference style throughout the report using the Harvard approach.
	5	Casual/ informal/personal language used. Report written in the first person. Quotes instead of paraphrasing information. Poor grammar and spelling. Over the word limit Numerous grammatical and spelling errors.	Report written in the third person. Several spelling/ grammatical errors. Not            Within word limit	Good sentence structure with only a few spelling/ grammar errors. Within word limit. A good An attempt has been made to ensure that Vocabulary and sentence construction are appropriate to a professional document.	Very good sentence structure. Grammar and spelling very good. Good use of word count. Vocabulary and sentence construction nearing a professional document standard.		Excellent sentence structure, grammar and no spelling mistakes. Very good use of word count. Vocabulary and sentence construction consistent to a professional document. Grammar and spelling exceptional.
TOTALS	60

 

General Comments:

 

Oral Presentation Marking Guide

 

Criteria	Weight	Not Done / Below standard	Pass	Credit	Distinction	High distinction
Verbal &nonverbal communications	4.0	Speakers did not speak or were completely inaudible and made no eye contact	Speakers were fairly clear, however referred to the notes a little too much. Fairly good engagement and good eye contact with the audience.	Speakers were clear. Good modulation of voice. Minimal use of notes. Attempts to build rapport with the audience.	Exceptionally clear. Little reference to notes. Complete engagement with the audience. All the speakers are familiar with the total presentation.	Confident and professional speech. Excellent eye contact with the audience. Outstanding presentation.
Power point slides (PPTs) – creative	1.5	No PPTs or a very poor attempt has been made but it is below standard.	Fairly basic PPTs. Overcrowded or too little information. Minimal creativity. Basic organisation and compilation of PPTs.	Well organised and fairly good structure to the presentation. Good use of graphics and good attempt creativity.	Exceptionally well organised and very good structure. Very creative PPTs and good used of graphics	Professional PPTs. Excellent use of graphics.  Outstanding, creative and original PPTs.
Content delivered	2.0	Very poor link between report and PPTs. Below standard.	Content presented is basic and superficial.	Relevant and informed presentation. Satisfactory connection between report and PPTs	Very good selection of information from the report is presented.	Exceptional content and analysis. Excellent examples citied
Professional appearance and time management	2.5	No effort/ dressed inappropriately. Timing -very poor.	Dressed casually- little effort towards appearance. Timing needs to improve.	Dressed smart/casual and timing was satisfactory.	Dress appropriately and timing was very good.	Professional attire and impeccable timing of the presentation.
Total	10	Less than 5	(5 to 5.9)	(6 to 7)	(7 to 7.9)	(8 to 10)